DEPARTMENT OF BUSINESS ADMINISTRATION

UTKAL UNIVERSITY, VANI VIHAR

BHUBANESWAR, 751004

A Project Report
Submitted for the partial fulfilment of the
DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION
ON
“CUSTOMER DEVIATION FROM OMFED PACKAGED
MILK TO OTHER BRAND PACKAGED MILK”
FOR

ODISHA STATE COOPERATIVE MILK PRODUCERS

FEDERATION LIMITED

SUBMITTED BY
ADITYA PRASAD DAS
ROLL NO – 53209V160603

Guided by
DR. MANJUSMITA DASH
 CERRTIFICATE
Certified that the Project report titled “CUSTOMER
DEVIATION FROM OMFED PACKAGED MILK TO
OTHER BRAND PACKAGED MILK” is the bona fide
work of Shri ADITYA PRASAD DAS bearing Roll no.
53209V160603, who carried out the work under my
supervision. Certified further that to the best of my
knowledge the work reported herein does not form part of
any other project report or dissertation on the basis of
which a degree or award was conferred on an earlier
occasion on this or any other candidate.

Aditya Prasad Das Dr. Manjusmita Dash

53209V160603 (Project Guide)
2Page
 ACKNOWLEDGEMENT
I would like to extend my deepest gratitude to OMFED, for giving
me the opportunity to work as a summer intern in their
organisation. I got the opportunity to understand their business
strategies and policies as well as had an enriching experience
and learning …
I would like to thank my project guide Dr. Manjusmita Dash for
providing me an opportunity to do a very challenging and
satisfying project in this institution.
I am thankful to Dr. Manjusmita Dash for her guidance during
the project works and sparing her most valuable times.
I express my thanks and appreciations to my friends in
developing the project and people who have willingly helped me
out with their abilities.

Aditya Prasad Das

3Page
 DECLARATION
I, Shri Aditya Prasad Das, a student of 5yr Integrated MBA
program, Dept. of Business Administration, Utkal University
hereby declare that this thesis, entitled “Customer deviation
from OMFED packaged milk to other brand packaged milk” is
the result of my own effort which is undergone as a part of the
curriculum leading towards the award of “Bachelor in Business
Administration” under the guidance of OMFED (Odisha state co-
operative milk producers federation limited), Bhubaneswar and
Dr. Manjusmita Dash as a guide.

Place: Bhubaneswar Aditya Prasad Das

Date:
4 Page
 EXECUTIVE SUMMARY

Odisha State Co-operative Milk Producers Federation limited

(OMFED) is one of the leading milk union or cooperatives in
Odisha and functioning at prime relation among the dairy
farmers’ societies and the consumers where the milk
procurement, pasteurization, processing and marketing is taking
place…
It was a great experience to undergo summer training on the
study on “Customer deviation from omfed packaged milk to
other brand packaged milk” in Bhubaneswar market … During
this study I looked up my best to know the various perceptions
and reasons of different consumers and retailers diverted
towards the other brands …
The main objective was to find out
 To identify the brand preference.
 To study the intensity of competition in dairy milk market
in Bhubaneswar.
 To find out the reasons for brand switching from omfed.
 To study the brand preference from the point of view of
retailer.

Through this the organisation may capture its drawbacks and

look for changing and accepting those things to renovate then …
5Page
 TABLE CONTENTS
Serial No. Title Page No.

1. Introduction 6

2. Research Objective 11

Industry/ Company
3. 14
overview
Review of Literature/
4. 18
Theoretical Ground

5. Research Methodology 20

Data Analysis, Results &

6. 23
Interpretation

7. Findings 46

8. Suggestion & Conclusion 50

9. Appendix & Bibliography 55

Consumers & Retailers

10. Survey 57
6 Page

(Questionnaire)
INTRODUTION
7
Page
Dairying has been an important part of Indian culture
and civilization from the ancient times and remains so
even today. The need for dairy development in countries
like India arise due to several consideration such as low
per capita availability of milk prevalence of
unemployment increasing living condition of rural people,
and achieving self-sufficiency in milk production etc.

It is observed that the dairy cooperative movement has

not only improved the live of rural people but also
generate employment opportunities for around 13.9
million farm families and made significant contribution to
the economy of the nation as well. It strengthen the
infrastructure for milk collection, transportation,
processing, packaging, pricing, and marketing of dairy
products also help in reducing unwanted exploitation of
producers …

The MILKMAN of India, the father of white revolution in

India and the Architect of NDDB. This one in India and
put the name of AMUL on the World map of milk dairy
cooperatives…
8Page

In terms of the volume of milk produced on farms, India

was world number one in 2007. U.S came first in terms
of quality of milk delivered by the farmers to dairy plants.
New Zealand in terms of dairy exports…
 MILK COOPERATIVES
Milk has low self-life and is a highly perishable
commodity. Virtually no facilities were available for
chilling milk till the beginning of the 20 th century. The
individual farmers found it difficult to invest in costly
equipment. The dairy farmers started pooling their
resources and formed cooperative societies which enables
them to invest in costly milk processing equipment.
The milk cooperatives try to realize the best possible price
from the market for their members. The dairy farmers
who are the supplier of milk are also the owners of the
cooperative societies. They provide the cooperative dairy
company with equity and are paid a dividend.
MILK COOPERATIVES IN GLOBAL SCENARIO
About 700 billion litres of milk is processed each year by
dairy companies around the world. The global demand for
dairy products is constantly on the rise. The reasons for
the growth in demand are population growth, rising
incomes and the urbanization and westernization of diets
particularly in developing countries.
The Asian continent continues to be the major growth
market globally accounting for 34% of all dairy imports in
2011. Asia accounts for 53% of the world’s skim milk
powder (SMP) and 40% of the world’s whole milk powder
9

(WMP) imports.
Page

A country’s supply and demand of milk is determined by

the volume of milk demanded by consumers and the
amount supplied by cows. This definition is theoretical
and the reality is much more complicated. Milk and milk
products from the basis for the dairy products that are
traded in international markets. Hence one need to look
at the Global scenario. The size of the global population
and the purchasing power of the people as well as the
consumer preferences are the key drivers of demand.
The drivers of supply are the number of calves that are
bred into matured milking cows, feed given to the cows
and the seasonal variation.
The cooperatives play a very important role in the milk
dairy sector.
Nestle and DANONE are the companies in the private
sector. Campina is the biggest dairy cooperative in the
world.
MILK COOPERATIVES IN INDIAN SCENARIO:
Amul (Anand Milk Union Limited) is one of earliest dairy
cooperatives in India and Anand is in the state of
Gujarat. The cooperative was formed in 1946 and today
managed by Gujarat cooperative Milk Marketing
Federation Limited (GCMMF) which is jointly owned by
3.03 million milk producers in Gujarat.
IN STATE SCENARIO:
Odisha is one of the developing states in India with a bit
high levels of poverty. Mixed crop livestock farming is the
most predominant farming system for over 80% of all
rural households in the state.
10
Page

Odisha does not contribute significantly to milk

production in India. With only 1.7% of the dairy cow
population and 0.4% of buffalo population in 2002, milk
production in Odisha contributed only 1.1% to the milk
produced in India.
Most of the milk in Odisha is produced on firms with
marginal to small landholdings, less than 2 hectares and
with 3 to 4 animals. Even by Indian standards, milk yield
in Odisha is extremely low.
Farm get pries of milk only slightly lower than the Indian
average, but still a little higher than those received in
New Zealand. The per capita milk production is very low
at 26 kg per capita per year while the annual per capita
production in India is 82kg.

11
Page
RESEARCH
OBJECTIVE
12
Page
 OBJECTIVES OF THE STUDY:
The market survey was conducted keeping the following
objectives:-

1. To identify the brand preference for packaged milk in

Bhubaneswar market…

2. To study the intensity of competition in dairy milk market in

Bhubaneswar…

3. To find out the reasons for brand switching from OMFED in

Bhubaneswar…

4. To study brand preference from the point of view of retailers

in Bhubaneswar market…
13Page
 SCOPE OF STUDY
1. The scope of the project is to know the customers impression
towards OMFED brand….
2. The study will help to know the company reasons for customer
and retailer deviation from OMFED packaged milk to other brand
packaged milk in Bhubaneswar market…
3. The study will also help to know the customers’ and retailers’
expectation….
4. Company can reach to its drawbacks through analysing the
feedbacks provided in return through market survey….
5. It may be reveal the services and strategies which have to be
renovated to meet the customer as well as retailers preference
levels…..

LIMITATIONS OF THE STUDY

1. Sample was only for 100 within which 65 for customers and 35
for retailers…
2. Study is based on a small area….
3. The research was carried out for 45 days….

IMPORTANCE OF THE STUDY

1. To find customers brand awareness.
2. To find out more strategies to be adopted to satisfy the retailers.
3. Revealed about brand reaching to its extreme point and require
maintain its brand image.
4. Revealed the market share of OMFED in Bhubaneswar market
with other milk marketing firms.
5. What other efforts could be included in firm to increase its
14

efficiency and profitability.

6. What are the techniques and methods could be introduced in
Page

market which could attract more number of customers.

7. Find out other competitors marketing policies and other
advantages upon OMFED brand.
INDUSTRY / COMPANY
OVERVIEW
15
Page
 The Odisha State Cooperative Milk Producers’ Federation
Limited (OMFED) is an apex level dairy cooperative society
registered under Cooperative Society Act-1962. It is the leading
organised milk producer of Odisha and has come into existence
to integrate the milk producers in rural areas with consumers
in urban areas with an enterprising aptitude. It got registered in
1980 and started working since 1981. It took over OMPAC in
1988. Its main activities include promoting, production,
procurement, processing and marketing of milk and milk
products for economic development of the rural firming
community in Odisha.
The society was established under the operation Flood II
programmer which was launched under the aegis of Nation
Dairy Development four districts Cuttack, Dhenkanal, Keonjhar
and Puri. Operation flood programme was launched by
Government of India in 1970. It was started in July 1970
covering 10 states and 1 union territory having 18 milk sheds.
This project had an initial outlay of Rs.116.40Crores. The
objective of the Flood II programme were:
a) Increase in the capacity of milk processing facilities.

b) Change in urban markets from traditional raw milk supplies

to modern dairies milk supplies.

c) Resettlement of city based cattle in rural areas.

d) Development of long distance milk transport and storage

facilities.
16Page

e) Development of milk production procurement system on

pattern of “ANAND” of Gujarat.

f) Improvement in dairy firming standards.

 MISSION OF OMFED
1. Advancement of dairying, encouraging and educating people,
through mutual participation…
2. Continuous endeavour to increase productivity and per capita
consumption…
3. To promote lean milk production and distribution with state of
art technology….
4. Customer satisfaction with reliable, uninterrupted services and
quality products…
5. To promote work climate encouraging employees to participate
and contribute for organisational growth…
6. Continuous up gradation of skill and competence of employees
and their career advancement.

THE OBJETIVE OF THE ORGANISATION

 To carryout activities promoting production, procurement,
processing and marketing of milk and milk products for economic
development of the rural firming community.

 Development and expansion of such allied activities as may be

conductive for the promotion of the dairy industry. Improvement
and protection of animals and economic betterment of those
engaged in milk production.

 Purchase and erect building, plant machinery and other ancillary

objects to carryout business.
17

 Study the problems of mutual interest related to procurement,

Page

marketing of dairy and allied products.

 Purchase commodities from the members of other sources

without affecting the interest of members, process, manufacture,
distributer and purchase balanced cattle feed and for purpose to set
 up milk collection and chilling centres, milk processing plants, etc.
in any of the districts covered under its area of operation…

 Provides veterinary aid and artificial insemination services and

undertake animal husbandry activities so as to improve the animal
health are disease control facilities…

 Advice, guide and assist the milk union in all aspects of

management, supervision audit functions…

 Render technical, administrative, financial and other necessary

assistance to the member union and enter into collaboration
agreement with someone, if need arises…

 Advice the member unions on price fixation, public relation and

allied matters…
18
Page
Review of Literature /
Theoretical
Background
19
Page
The Odisha State Cooperative Milk Producers’ Federation Limited
(OMFED) was established in 26th January 1981 under the operation of
Flood-II programme…
This is the highest revenue generating one among all the other branches.
Bhubaneswar dairy is highest capacity all among the other branches…

THE PRODUCT MIX:-

The Odisha State Co-operative Milk Producers’ Federation Limited was
started on 20th January 1981, under the operation flood-II programme.

Every morning and evening the society buys the surplus milk from the
member producers. The producers are paid for the milk dairy. The
payment is based on the basis of FAT and SNF (SOLID NOT FAT) content
in milk. This type of pricing is called two assess pricing. After the
collection the milk is transported to the nearest hilling plants of the
district milk union through vehicles engaged by the union or by the head
load. Expenditure related to milk transportation from society to the hilling
plant is borne by the milk union…
The procured milk collected by the milk union transported to the hulling
enters in milk and again testing society wise and the societies are paid as
per their quality of milk. Generally the milk bill payment of the societies
are in10 day’s interval by respective milk union. Procured milk is then
transported to plant in an insulated road tanker for its processing and
marketing. Then again the process starts for testing the quality and
quality of FAT & SNF content of milk and payment bill is prepared…
To ensure favourable temperature of milk there are number of hilling
20

enters. Milks have different quality and quantity is received at dairies,

Page

mixed together and stored in milk tanks on a specific temperature. The

homogenization, standardization and pasteurization are done and vitamin
“A” is reimbursed from the milk. Out of the processed milk, market milk
(Toned milk, Double toned milk) is produced and packed in automated
machines in 500ml and 1ltr attractive poly-pack and sent to market…
 RESEARCH
METHODOLOGY
21
Page
 TYPES OF RESEARCH:
It is descriptive research conducted to find out customer deviation from OMFED
packaged milk to other brand packaged milk…

RESEARCH OBJECTIVES:
1) To identify the brand preference…

2) To study the intensity of competition in dairy milk market in Bhubaneswar…

3) To find out the reason for brand switching from OMFED…

4) To study brand preference from the point of view of retailers…

RESEARCH DESIGN:
Present study is empirical in nature based on the primary data collected through field
survey… The research was carried out by conducting a primary and effective survey
with the customers coming to booths and retailers selling milk in Bhubaneswar
market (Areas included BJB Nagar, Old town, Samantarapur, Vanibihar, Sahidnagar,
Unit 3 etc.) using a structured questionnaire (Open ended questions and Practical
based questions) consisting of MCQ the data collection was done by interviewing face
to face to customers and retailers…The questionnaires was based on the relevant
questions, sales of viewpoints (such as brand usages, preferences etc.) and lots more…

DATA COLLECTION METHODS:

The information necessary for this research study was collected by primary sources
like questionnaires and personal interaction and secondary sources through internet
and company…

SOURCES OF DATA:
1) PRIMARY SOURCES
22

2) SECONDARY SOURCES
Page

PRIMARY SOURCES OF DATA:

The information was collected from the personal interaction and questionnaires with
the customers and retailers…

SECONDARY SOURCE OF DATA:

The information was collected through information from internet sources and
company sources…
 SAMPLING PROCESS:
a) Population:- Customers from the Bhubaneswar…

b) Sampling Frame:- Old town, Gaurinagar, Samantarapur, Vanibihar, Unit-3

c) Sample size:- For consumers-65, For retailers-35

d) Sampling method:- Judgemental method…

HYPOTHESIS TESTING:
For this survey we had chosen 65 as sample size, among which 10 as pilot study we
had interviewed the people coming to booths. They were interviewed about the buying
of milk its brand preference…
As per the survey few people were aware to OMFED brand. People who are using the
brand rated it as good, because of its quality. Most of its existing customers had
replied omfed need to improve its quality a bit more. Its taste is good and everyone
likes this milk too and on this sample size of customers feels omfed is having a bit
better quality than other packaged milks.
23Page
 DATA ANALYSIS,
RESULT AND
INTERPRETATION
24
Page
 FOR CUSTOMERS:
1. Do you consume milk? YES/NO

OPTIONS NO.RESPONDS PERCENTAGE (%)

Yes 65 100%
No 00 0%
Total 65 100%

Do you consume milk?

Yes
No

100%

Figure-1
25 Page

Market Analysis:
From above chart we concluded that 100% customers consume milk…
2. If yes, which milk is preferred?

TYPE NO.RESPONDS PERCENTAGE

Packaged milk 52 80%
Loose milk 13 20%
Total 65 100%

Which milk is preferred?

20%

packaged milk
loose milk

80%

Figure-2

Market Analysis:
26
Page

From the above chart we concluded that 80% of the respondents consume
packaged milk and rest 20% consume loose milk.
3. If packaged milk, which brand do you prefer most?

BRANDS NO.RESPONDS PERCENTAGE

OMFED 40 61%
MILKYMOO 12 18%
NANDINI 2 3%
MOTHER DAIRY 5 8%
PRAGATI 6 10%

Which packaged milk do you prefer most?

3%
8%

10%
OMFED
MILKYMOO
PRAGATI
MOTHER DAIRY
KAMADHENU

18% 61%
27

Figure-3
Page

Market Analysis:
From this above pie chart we concluded that about 61% prefer Omfed,
18% Milkymoo, 10% Pragati, 8% Mother dairy and 3% prefer Nandini…
4. If OMFED, then what is the reason of choosing it?

REASON NO.RESPOND PERCENTAGE

Quality 41 63%
Easy availability 29 44%
Reputed brand 21 32%
Price 13 20%

What is the reason of choosing OMFED?

70%
63%
60%

50%
44%

40%
32%
30%
20%
20%

10%

0%
Quality Availability Brand Price

Figure-4
28

Market Analysis:
Page

From the above figure we got that 63% customer choose Omfed for
quality, 44% for easy availability, 32% for brand and 20% for price.
5. Are you aware about the two variants of omfed milk
(Toned and Premium)?

OPTIONS NO.RESPONDS PERCENTAGE

Yes 65 100%
No 0 0

Aware of two variants of OMFED milk?

yes

100%

Figure-4

Market Analysis:
From the above data we got to know that all the people are aware of the
29

two variants of omfed milk. And after the interaction with them we came
Page

to know that all the people know that the omfed premium milk is a very
superior quality product.
6. Would you switch from OMFED milk to other brand if
needed?

OPTIONS NO.RESPONDS PERCENTAGE

Yes 45 69%
No 20 31%
Total 65 100%

Would you switch from omfed to other brand?

yes
31% no

69%

Figure-6

Market Analysis:
30

From above pie chart we conclude that 69% customer will switch from
OMFED to other brand and 31% customers Not…
Page
7. If yes, to which brand?

BRAND NO.RESPONDS PERCENTAGE

MILKYMOO 30 67%
PRAGATI 10 22%
MOTHER DAIRY 5 11%
Total 45 100%

Brand switching from omfed to which brand?

11%

22%

67%

Figure-7
31

Market Analysis:
Page

From the above pie chart we knew that 67% would switch to Milkymoo,
22% would switch to Pragati and 11% to Mother dairy…
8. Why would you purchase that brand?

REASONS RESPONDS PERCENTAGE

Quality 35 78%
Availability 8 18%
Price 2 4%
Total 45 100%

Why would you purchase that brand?

4%
18% quality
availability
3rd Qtr

78%

Figure-8

Market Analysis:
32

From the above pie chart we concluded that 78% customers would like to
purchase other brand for quality, 18% for availability and 4% for price.
Page
9. Do you think that OMFED’s premium is superior as
quality compared with other dairy milk?

OPTIONS RESPONDS PERCENTAGE

Yes 57 88%
No 8 12%
Total 65 100%

Is omfed's premium is superior as quality compared to

other dairy milk?

12% yes
no

88%

Figure-9

Market Analysis:
From the above pie chart we knew that 88% of the customers are aware of
the superior quality of the omfed premium milk.
33 Page
10. If yes, do you think that some of the other brand
customers would return to OMFED packaged milk in
future?
OPTIONS RESPONDS PERCENTAGE
Yes 55 96%
No 2 4%

Total 57 100%

If any other brand customers would return to omfed milk

in future?

4% 1st Qtr
no

96%

Figure-10

Market Analysis:
From the above pie chart we knew that 96% of the customers hope that
other brand customers would return to omfed milk in future.
34Page
11. What are the other product of OMFED you know?

What are the other products of OMFED you know?

70
65
60
60
55

50
40 40
40
30 30
30

20
15

10

0
CURD/DAHI ICE-CREAM GHEE BUTTER PANEER CHEESE LASSI CHENA PODA

Column1

Figure-11

Form the above Bar chart we see that customers knew the other product
of OMFED.
35Page
12. Would you like to give any suggestion or feedback to
improve OMFED milk?

SUGGESTIONS NO.RESPONDS PERCENTAGE

Quality improvement 49 75%
Self-life 9 13%
Provision for redressal 9 13%
Price reduction 7 10%

Any suggestion or feedback to improve omfed milk.

80% 75%

70%

60%

50%

40%

30%

20%
13% 13%
10%
10%

0%
quality improvement self-life provision for redressal price reduction

Column1

Figure-12

From this above bar chart we knew that 75% of customers suggest to
improve the quality, 13% suggest to extend self-life, 13% suggest
36

provision for redressal and 10% of the customers want to reduce the
Page

price.
 FOR RETAILERS:

1. Do you sell milk? Yes / No

OPTIONS NO. RESPONDENT PERCENTAGE

YES 35 100%
NO 0 0%

TOTAL 35 100%

Do you sell milk?

yes
no

100%

Figure-1
37 Page

In the survey it was found that 100% retailers sell milk.

2. Which are the brands you sell?

BRANDS NO.RESPONDENT PERCENTAGE

OMFED 21 60%

MILKY MOO 7 20%

PRAGATI 4 11%

MOTHER DAIRY 2 6%

NANDINI 1 3%

Which are the brands you sell?

3%
6%

11%
omfed
milky moo
pragati
mother dairy
nandini

20% 60%

Figure-2
38

From the survey it was found that 60% retailers prefer omfed, 20% prefer
Page

milky moo, 11% prefer pragati, 6% prefer mother dairy and 3% prefer
nandini.
3. Which brand is most profitable for you?

BRANDS NO. RESPONDENT PERCENTAGE

OMFED 21 60%

MILKY MOO 7 20%

PRAGATI 4 11%

MOTHER DAIRY 2 6%

NANDINI 1 3%

Which brand is most profitable for you?

3%
6%

11%
omfed
milky moo
pragati
mother dairy
nandini

20% 60%

Figure-3
39

From the above pie chart we knew that 60% of retailers prefer omfed, 20%
Page

prefer milky moo, 11% prefer pragati, 6% prefer mother dairy and 3%
prefer nandini.
 4. What is the reason for keeping the before told brand?

REASONS NO. RESPONSE PERCENTAGE

Customer demand 30 86%

Quality 13 37%

Price 5 14%

Self-life 2 6%

Chart Title
100%
90% 86%
80%
70%
60%
50%
40% 37%

30%
20% 14%
10% 6%

0%
customer demand quality price self-life

Column2

Figure-4

From the above bar chart we knew that 86% retailers keep due to
40

customer demand, 37% keep due to quality, 14% keep due to price and
Page

6% keep due to self-life.

5. Which company helps you in your business
development?

BRANDS NO. RESPONDENT PERCENTAGE

OMFED 24 70%

MILKY MOO 5 14%

MOTHER DAIRY 3 8%

PRAGATI 3 8%

Which company helps you in business development?

8%

8%

omfed
milky moo
14% mother dairy
4th Qtr

70%

Figure-5
41

From the above pie chart we knew that 70% of retailers said omfed
Page

supports them most, 14% said milky moo, 8% said mother dairy and
another 8% said pragati.
6. In future do you plan to sell other brand(s) in your
retail shop?

OPTIONS NO.RESPONSE PERCENTAGE

Yes 10 28%

No 25 72%

In future do you plan to sell other brand(s)?

28%

yes
no

72%

Figure-6

From the above pie chart we knew that 28% retailers plan to sell other
brands and 72% retailers doesn’t.
42
Page
7. Do you face any kind of problem during delivery time?

OPTIONS NO. RESPONSES PERCENTAGE

Yes 0 0%

No 35 100%

Did you face any kind of problem during delivery time?

yes
no

100%

Figure-7

From the above pie chart we knew that no retailer face any problem
during the delivery time.
43 Page
8. After the change in the packaging style do you notice
any type of changes in the sale?

OPTIONS NO.RESPONSE PERCENTAGE

Increased 25 71%

Decreased 0 0%

No change in sale 10 29%

After the change in packaging style do you notice any

change in sale?

29% increased
decreased
no change

71%

Figure-8

So, 25 (71%) retailers said that the sale increased after the change in
44

packaging style and 10 (29%) retailers said that there is no change in sale
Page

even after the new packaging style.

9. Have you ever noticed that any consumer diverted from
other dairy to OMFED?

OPTIONS NO. RESPONSES PERCENTAGES

Yes 15 43%

No 20 57%

Do you notice any consumer diverted from other dairy to

OMFED?

yes
no
43%

57%

Figure-9

So, 43% of customers diverted from other dairy to OMFED milk.

45 Page
10. Would you like to give any suggestion or feedback for
improvement?

OPTIONS NO. RESPONSES PERCENTAGE

Quality improvement 13 37%

Self-life 4 11%

Damage settlement 12 34%

Complaint redressal 8 22%

Commission margin increase 4 11%

Return policy 12 34%

Chart Title
40%
37%
35% 34% 34%

30%

25%
22%
20%

15%
11% 11%
10%

5%

0%
quality self-life damage complaint margin increase return policy
improvement settlement redressal
46 Page

Column1
FINDINGS
47
Page
 FOR CUSTOMERS
1. While we see all the 65 respondents use milk and among
them 82% customers consume packaged milk and rest 18%
customers consume loose milk.

2. We came across consumers using packaged milk among

which omfed stands at the first place with 61% followed by
milky moo by 18%.

3. Among all the 65 customers, different reasons were noticed

for using omfed in which 63% was due to quality, 44% was
due to easy availability and 32% was due to reputed brand.

4. Tragic fact that consumers may switch over there brand from
omfed in which Milky moo with 67% was rated by 45 people
out of 65.

5. As customers prefer to switch brands they may have

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influenced by quality purpose with 78% and followed by

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availability by 18%.

6. While we see all the 65 respondents know both omfed toned

and premium milk.
7. The omfed milk users who are aware of premium milk answer
to our question that other brand users will return to omfed
milk in future for sure.

8. While we see the other products of omfed after the milk that
all the 65 people know about the curd/dahi, 60 no. of people
know about the ghee, 55 no. of people know about the lassi
and 40 no. of people know about omfed paneer.

9. While surveying the customers’ different feedback we notice

that the complaint for quality improvement was 79% followed
by self-life by 13%.
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 FOR RETAILERS

1. While entering to retailers side a mass number was

seen that OMFED with 60% followed by milky moo with
20%.

2. Since market with 60% retailers keep omfed there

must be some reason and which is due to customer
demand with 86% followed by quality with 37%.

3. As it is marketing, there is always a chance of

problems with product and for which there must be
different complaints. So retailers too face those and it
was seen that 37% retailers’ feedback was related to
quality improvement and 34% retailers’ feedback was
related to damage settlement and return policy.
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 SUGGESTION
& CONCLUSION
51
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 SUGGESTIONS
 The firm should look up for a customer relationship
department to enhance the direct relationship among the
customers and the company as well as retailers too.

 The firm should provide certain benefits towards the farmers

linked to OMFED as it seems they are changing their mind sets.

 The company has to change the method of procurement

which is done through middleman process has to be avoided.

 The firm should give more emphasize on the damage

settlement and return policy, complaint by the retailers and
resolve it if possible.

 As per retailers’ complaint, please make the damage

settlement and return policy more effective.

 Introduce different types of schemes for retailers and farmers

which will help in retention.
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 Please improve the quality as per customers’ desire and as

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well as retailers.

 The firm should also give more emphasize on the complaint

redressal (like smell, etc.) made by the customers as well as
retailers and resolve those if possible.
 Introduce a more number of OMFED parlours and please
advertise those more effectively…

 OMFED should look for more effective promotional measures

too to compete with other milk brands.

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 CONCLUSION:
OMFED is the leading dairy cooperative in Odisha. Although it is
the largest producer of liquid milk in the state but still it is
lagging in some aspects… Yet OMFED is an older brand and
people are acquainted with it but still different things need to be
renovated and introduced inside it…

Omfed has gained its brand image which can be known as in

today’s point of view i.e. brand seems to be generic in nature…

By the completion of training program I gained a lot to my

knowledge…

I gained new facts on customer acquisition, business ethics,

several norms and rules of business, different departments of a
firm, management of supply chain and value chain and
understanding the business environment…

At last but not the least OMFED can also be judged through
SWOT analysis…

Where,

‘S’ – stands for strength.

‘W’ – stands for weakness.

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‘O’ – stands for opportunity.

‘T’ – stands for threats.

SWOT analysis for omfed brand

*Strength:

 It’s an old and trusted brand…

 Provides a better environment for farmers to grow their
business for providing subsidies…
 Widely available through the Odisha market…
 A profit directly goes to farmers…

*Weakness:
 Perishable in nature…
 Lack of maintaining quality…

*Opportunity:

 Huge chance to compete…

 Diversification of product…
 More no. of omfed parlours to be introduced…

*Threats:

 Competition from other milk brand companies like Milky

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moo, Kamadhenu (pragati), etc.

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Lack of relationship in between customers and retailers.

 APPENDIX,
BIBLIOGRAPHY &
REFERENCES
56
Page
 Bibliography
 WWW.Omfed.com
 WWW.google.com
 http://en.wikipedia.org/
 http://www.indiadairy.coop/

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 CONSUMERS &
RETAILERS
SURVEY
(QUESTIONNAIRE)
58
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 CONSUMERS SURVEY – OMFED MILK

1. Name –
2. Gender –
a. Male
b.Female
3. Income –
4. Age
a. 10 – 20 years
b.21 – 30 years
c. 31 – 40 years
d.41 years and above

5. Occupation –

6. Do you buy milk?

a. Yes
b.No
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7. How frequently do you purchase?

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a. Daily
b.Weekly
c. Monthly
d.Festive season
e. Occasionally
8. When you think of milk, which brand comes to
your mind?
a. Omfed
b. Mother dairy
c. Pragati
d. Milky Moo
e. Others

9. What factors do you consider while buying milk?

a. Quality
b.Brand
c. Availability
d.Packaging
e. Quantity
f. Price

10.Have you ever used Omfed milk?

a. Yes
b.No

11.If yes, then which thing you like the most about
Omfed milk?
a. Price
b.Taste
c. Packaging
d.Availability
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12.Have you ever visited or seen any Omfed parlour?

a. Yes
b.No
13. Is Omfed milk easily available?
a. Yes
b.No

14. Have you seen any advertisement of Omfed

product?
a. Yes
b.No

15. If yes, where have you seen that?

a. Television
b.Newspaper
c. YouTube
d.Hoardings

16. Do you want any new variant of Omfed milk?

a. Yes
b.No

17. If yes, which variant do you want?

18. Is there anything which you don’t like about

our product?
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19. Will you recommend our product to others?

a. Yes
b.No
20. Are you satisfied with the pricing and
packaging?
a. Yes
b.No

21. Are you satisfied with Omfed milk?

a. Yes
b.No

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 RETAILER SURVEY – OMFED MILK
1. Name of the Shop –

2. Retailer Name –

3. Address –

4. Do you stock milk?

a. Yes
b.No

5. If yes, what factor do you consider while buying?

a. Price
b.Brand
c. Flavour
d.Availability
e. Packaging
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6. Which brand do you prefer to store?

a. Omfed
b.Mother Dairy
c. Pragati
d.Milky Moo
e. Others
7. If no, why?
a. Absence of packaging
b.Low margin
c. No replacement for leakage
d.Low distribution

8. From where do you get Omfed milk?

a. Distributors
b.Direct from the company?

9. How many milk packets do you sell per day in

average?
a. 20 – 50 litres
b.50 – 80 litres
c. 80 – 100 litres
d.100 litres and above

10.Are you satisfied with Omfed distributors?

a. Yes
b.No

11.Are you interested in distribution of Omfed milk?

a. Yes
b.No

12.Are you aware of Omfed parlour?

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a. Yes
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b.No

13.What is consumer’s expectation from Omfed milk?

a. Good quality
b.Packaging
 c. Availability
14. Give ratings to following attributes of Omfed.
a. Quality – Very good( ), Average( ), Bad( ), Very bad( )
b. Brand Image – Very good( ), Average( ), Bad( ), Very bad(
)
c. Availability – Very good( ), Average( ), Bad( ), Very
bad( )
d. Packaging – Very good( ), Average( ), Bad( ), Very
bad( )
e. Replacement – Very good( ), Average( ), Bad( ), Very
bad( )
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